Although plenty of people still think that TikTok is the go-to video platform for singing and dancing, the platform has grown over the last couple of years to encompass every type of content and community on the internet. Not only that, but the platform itself has been working on introducing brand new features that can help companies directly connect with their target audiences a lot more effectively. So, what should a company know as they are looking to begin marketing on TikTok? 

The growth of TikTok 

It’s no surprise that most of the content that people consume online these days is visual, whether that’s going to be photos and images, videos, or infographics, so it should be no surprise that companies that want to generate more attention and loyalty need to create memorable visual content for their audiences The good news is that, today, creating this content is much easier than it used to be, given the advancement in both hardware (phones, microphones and video cameras) and editing software to help with post production. Plus, the consumer has changed and while audiences still engage with high-value production, on certain platforms they are accustomed to, and even primed, for low-production, short-form content. This continues to be evident on Instagram, where companies can share in-feed posts, stories or Reels to great effect. Here, we explore how companies can effectively connect with target audiences on Instagram.

One of the best product updates for companies that Instagram has rolled out in recent years is shoppable content. With shoppable content companies can generate sales directly from their Instagram accounts, whether through in-feed posts, Instagram stories or Reels. This can be done through links to product pages on the company’s ecommerce site, or by tagging a video or Reel with product stickers that allow the audience to learn more about the product and purchase it directly within the platform. Additionally, shoppable content can be used by the brand directly, as well as in their influencer marketing – where influencers can tag products with links to shop or stickers to purchase directly.  When using shoppable content, it’s important for companies to set up the proper tracking through UTMs or in the product catalog on Instagram so that the company can see what is working on the platform directly, as they may find distinctions in how their audience shops on Instagram vs. other platforms and should adjust their strategy accordingly.

Many companies prefer to promote themselves on platforms such as Instagram or even TikTok as of late, however, that’s not always the best possible choice as the right choice is going to be whichever platform the audience that the company is trying to target prefers to use. That’s why plenty of companies should actually be promoting themselves and connecting with their audiences on platforms such as Facebook or Pinterest instead.

Many people might not realize how popular Pinterest is, and has always been, as well as the fact that it’s one of the biggest search engines for many consumers. A lot of people also have trouble distinguishing between the fact that Pinterest is supposed to be a visual search engine that people can use, however, a lot of people tend to use it as specifically a social media platform, or specifically a search engine. Nevertheless, Pinterest allows companies to generate a lot of website traffic, and increase their sales, as well as their authority and credibility in the market. That means if a company has any sort of audience that prefers to use Pinterest, and it’s not taking advantage of the platform, that business is missing out on a lot. To get started with the platform as part of a promotional strategy, companies will first have to create a business account on the platform and enable rich pins. This will allow companies to create boards and content that’s going to grab the attention of the target audience, and even expand the audience that the company is trying to reach, while also engaging with people directly on the platform. By adding an automation tool specifically for Pinterest, and utilizing the right keywords, companies will be able to grow their followers on Pinterest, which will, in turn, generate a lot more website traffic, and position the company as an industry leader, which is going to generate a lot more sales.

The main key to the success of all public relations and social media strategies is for companies to constantly strive to meet the needs of their audiences. There are a few different ways that companies can achieve this, such as looking to create content that’s going to be relevant and provide value to their consumers. 

Being relevant might seem like a very simple concept for many companies, however, it’s one of the most important when it comes to properly implementing social media strategies because it always works. And that means companies need to ensure that all of the content that they provide to the target audience is going to be relevant to that audience, as well as relevant to the time when the company is sharing the content in the first place. That’s why it’s important for companies to research various days of awareness, and ensure that they will be included in the content calendar so that all of the social media messages that the company distributes to its target audience are always going to be relevant. Another important aspect of being relevant is being seen, which means if a company doesn’t frequently share, connect, or engage with its audience on social media platforms, people will end up forgetting about the business. That means the right social media strategy will keep in mind that all of the social media accounts that the company operates are going to be updated regularly. Additionally, to truly stay relevant, companies have to be able to quickly change and adapt whenever any news related to their industries comes out.

Companies have access to a number of tools and platforms that they can use to make their work much easier to do. In fact, that’s what automation is all about when it comes to any sort of business operations – using tools and platforms to automate repetitive tasks that take up time, to make things easier. There are different ways that companies can incorporate these types of tools and platforms into their workflows, and it mainly depends on what the company wants to achieve. However, practically every company is looking for and creating high-quality content to be able to connect with its target audience. While creating content is important, another aspect of content marketing efforts and overall social media use is making sure that companies are able to provide their audiences with other types of content as well, including content that the company might not have directly created. That means companies also have to invest time in searching for content online that’s going to be relevant to the target audience to be able to curate it and meet their needs. Fortunately, this process can be automated with the help of the right tools.

Social media platforms

When it comes to Public relations for a  company on social media platforms, one of the biggest players in the industry has been Instagram for a while now. In the last few years, Instagram has managed to grow and evolve at alarming rates, with a billion monthly active users, and 500 million users of the Instagram Stories feature alone. These are all people that are more than happy to engage with companies that generate a lot of engagement for the platform, and for businesses that promote themselves on it. According to research, there are many benefits that companies can get from promoting themselves on a platform such as Instagram, including reaching millions of people all over the world.

Not only that, but according to case studies, over 100.000 people have utilized the Instagram shopping feature each month, and they tend to use the platform early on in their buying journey. Around 80% of users on the platform follow at least one company profile, and over 70% of them have stated that they made a purchase after seeing something they liked on the platform. In general, it seems that users of the platform tend to be more than happy to follow companies, engage with them, and get recommendations on various solutions through the platform. Not only that, but Instagram as a platform has continued improving itself and investing in helping companies turn their engagement into actual sales and revenue by streamlining the sales process, creating advertising campaigns, adding links to generate website traffic, and more.

Due to the visual nature of the platform, Instagram has been able to attract users from a number of different countries all over the world. Many people on the platform enjoy interacting with companies, which means Instagram is a great place where companies can promote themselves, and generate more leads with the right strategies. One of the most effective tools that Instagram has introduced in terms of marketing efforts is Instagram Stories, which can allow companies to better define the customer experience.

Serialized content

There are a number of different strategies that are constantly being developed and used to improve marketing efforts in the way that companies can reach and engage with their target audiences. However, when it comes to platforms where companies can market themselves and generate a high growth potential, Instagram has been the best choice for a while now. With over 700 million monthly active users, companies can market themselves to a wide range of people on the platform.

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